This week, we’re continuing to explore Jim Sterne’s white paper, “A Day in the Life of a Digital Analyst”. Let’s catch up on the adventures of John, a digital analyst, who is determined to help his colleagues understand the power of digital analytics.
Episode 2: “What’s the end game?”
The story:
After convincing the head of Advertising of the importance of tagging, John must now face last-minute data demands from Product Marketing. What starts as a tense conversation about the need for numbers evolves into an insightful exchange about which data truly matters. By offering a digital analyst’s perspective, John helps his co-worker discover some “hidden gems” and new marketing opportunities.
The excerpt:
The takeaway:
Old habits die hard! Beware of always looking to the same old metrics for your answers. Don’t be afraid to think more largely when analysing your data, and cross-compare unexpected metrics. When examined together, certain disparate data can sometimes paint a surprising but valuable picture. Who better to guide this exercise than the digital analyst? Beyond a simple knack for numbers, the digital analyst has a different way of thinking about data that can help us discover new insights, solve problems and identify new opportunities.
In case you missed Episode 1, you can find it here.
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